Plus: Advertising Campaign for BioBio

At the end of March, the discounter Plus, that belongs to the Tengelmann group, launched another campaign advertising its own organic brand range BioBio. We can assume that this advertising has reached millions of consumers throughout  the whole of Germany. Previously, the introduction of the Plus natural cosmetics brand “Blütezeit” (blossom time) had caused quite a stir in the wholefood industry.

Picture: hanging banners draw attention to organics

The BioBio campaign was launched on March 23 2005. In TV ads, mainly on the private channels, on the internet - for example on the opening portal of T-online - and in the directly distributed Plus magazine, Plus emphasises rural romanticism and, of course, low prices. The campaign is backed up by hanging banners, shelf advertising, and information brochures and posters at points of sale. The company is unwilling to divulge the number of customer contacts, but it can easily be estimated that every day several million people in Germany are alerted to organic products via television and the internet. Similarly, Plus’s 12 million customers per week can hardly overlook the massive advertising in its 2800 stores. What is more, since the middle of April, Plus can refer to itself as a TÜV certificated organic retailer. TÜV North’s certificate confirms that, from the point of production to the products being on the shelves, the company is complying with the EU Eco Regulation.

According to information from the company headquarters, in the course of 2005, another 30 BioBio products were added to the range with the result that Plus now offers over 80 organic articles. Among the new products are, for example, natural rice (500 g for 0.99 Euros), various oils (0.5 l thistle, rapeseed, soya bean and sesame, each for 1.99 Euros), fruit spreads (250 g jar for 0.99 Euros), frozen ready meals (450 g for 1.99Euros), white cheese in brine (330 g for 1.49 Euros) and honey (250 g jar for 1.49 Euros). A company spokesperson explains that, among the milk and dairy products, not only milk and natural yoghurt but also fruit yoghurt and quark have turned out to be best sellers. Eggs, potatoes, carrots and lemons have also proved to be organic top sellers.

The natural cosmetics line “Blütezeit” that was introduced at the beginning of the year, comprises 14 articles: shower gel, liquid soap, shampoo and body lotion for sensitive, dry and normal skin, and two dental creams - all at discount prices: 0.99 Euros for the dental cream (75 g), shower gel, liquid soap (250 g bottle) and body lotion at 2.49 Euros. Like the other organic products, the natural cosmetics constitute a segment in the overall range. Plus has brought out a special brochure for the cosmetics products.

According to information from company headquarters, the BioBio range is being constantly expanded. However, the discounter will not give a figure for turnover in the organic segment. In total, in the business year 2004-2005 (April to April), Plus showed a turnover of 6.2 billion euros. The company currently operates around 2800 stores and employs more than 28,000 people in Germany.